Veet launches Veet Pure™ range of hair removal creams


Veet hair removal cream undergoes its biggest reformulation

 Veet Pure™ range undergoes rigorous product testing with Indian women to cater to their needs
 The latest innovation will offer an elevated sensorial experience, catering to the modern young
woman of today looking for easy, effective and pain free hair removal at home
 Includes natural extracts of Cucumber, Aloe Vera and Grapeseed Oil

National, July 27, 2022: Veet®, the world leader in depilatory products undergoes its biggest
reformulation in hair removal creams with the launch of Veet Pure™. The all-new dermatologically
tested range is aimed to elevate consumer’s hair removal experience. Veet Pure™ includes natural
extracts of Cucumber, Aloe Vera and Grapeseed Oil, with a simplified formula that caters to the
changing needs of modern women, offering a superior, efficient and pain free solution for hair removal
at home.
With the new range, Veet is also addressing the unpleasant odour users have experienced with hair
removal creams, enhancing their sensorial experience with fresh fragrances and long lasting smooth and
moisturised skin. Marked as the next big thing in hair removal category, Veet Pure™ is formulated for,
and tested amongst Indian women catering to their tastes and preferences. 93% of the Indian women
who tried Veet Pure hair removal creams in a home user test format liked the new hair removal range.
Commenting on the launch, Mr. Dilen Gandhi, Regional Marketing Director, South Asia – Health &
Nutrition, Reckitt, said, “Veet has been women’s preferred choice for superior, effective and easy to use
hair depilation solutions at home. We continue to monitor and ensure that we elevate our product
offerings catering to the evolving needs of our consumers. Our new improved Veet Pure™ range with its
carefully curated formula is looking to disrupt consumer experience when using hair removal creams
beyond reasonable doubt. To ensure that we live up to our promise, we tested the new product with
Indian women to ensure that we make their hair removal experience pleasant.”
The new campaign film featuring Sarah Ali Khan establishes Veet Pure™ as the ‘Next Big Thing’ in hair
removal, celebrating women irrespective of their skin colour, ethnicity, hair type and style.
Bobby Pawar, Chairman and Chief Creative Officer, Havas Group India, said, “An exciting change in the
hair removal cream formulation has been due for long. For a generation that is always seeking the next
big and new thing in all walks of life, it was time that someone brought about a clutter breaking product
in the hair depilation category. That is when the Veet brand decided to sit up and take notice of what the
consumers want, which led to this new formulation in the form of Veet Pure. To launch this new product
that caters to all skin types, we conceptualized a film that draws parallels on how this new and improved
formulation was much needed in the category. What makes this communication that much more
meaningful and interesting is a popular face like Sara Ali Khan pushing the message, while driving
awareness around the brand.”